Meio&Mensagem
Publicidade

Wave Festival

Adiado para 2022

Design / Prata

Título: You Are Not Alone
Categoria: C03. Spatial & Sculptural Installation and Experience
Agência: J. Walter Thompson
Anunciante: Avon

Sinopse: For the past 15 years, Avon Institute has invested 150 million Brazilian reais in over 300 projects that have helped more than 6 million women who were victims of domestic violence. Besides that, the company for women, as said on Avon’s slogan, has gender representation as its main goal. All campaigns and projects have always focused on portraying real women and representing them without common stereotypes. Moreover, gender representation is not only a communication concern, but also a brand thing. Inside the company, women have leadership position and are an important part of the staff.

So, to keep on supporting women, specially those who are victims of domestic violence, Avon Institute had a simple request: to raise even more awareness around domestic violence, showing women that they are not alone and can find help through their support chain.

The main goal here was to spread groups and institutions that have been helping women in all sorts of way, so they would see they are not alone. Furthermore, Avon Institute understands how important it is to take these stories outside of the house, since showing people how sorrowful they are, is the only way to avoid it from happening again.
Avon Institute, a company that has always helped women who were victims of domestic violence, realized that reporting those crimes is still a challenge.

And that’s because most women are alone when it all happens.

So, in order to raise awareness around these painful but true stories, we decided to give voice to their only witnesses: the objects inside the house.

Each of them told, in first person, a story based in one of the types of domestic violence from Maria da Penha law. And our goal was to impact as many different people as we could.

Because regardless how serious and sorrowful these stories can be, they have to be heard, since it’s the only way to prevent it from happening again.

At the end, we showed women that they are not alone and can find help and support through a support chain that we presented during the campaign.

Sinopse em inglês: For the past 15 years, Avon Institute has invested 150 million Brazilian reais in over 300 projects that have helped more than 6 million women who were victims of domestic violence. Besides that, the company for women, as said on Avon’s slogan, has gender representation as its main goal. All campaigns and projects have always focused on portraying real women and representing them without common stereotypes. Moreover, gender representation is not only a communication concern, but also a brand thing. Inside the company, women have leadership position and are an important part of the staff.

So, to keep on supporting women, specially those who are victims of domestic violence, Avon Institute had a simple request: to raise even more awareness around domestic violence, showing women that they are not alone and can find help through their support chain.

The main goal here was to spread groups and institutions that have been helping women in all sorts of way, so they would see they are not alone. Furthermore, Avon Institute understands how important it is to take these stories outside of the house, since showing people how sorrowful they are, is the only way to avoid it from happening again.
Avon Institute, a company that has always helped women who were victims of domestic violence, realized that reporting those crimes is still a challenge.

And that’s because most women are alone when it all happens.

So, in order to raise awareness around these painful but true stories, we decided to give voice to their only witnesses: the objects inside the house.

Each of them told, in first person, a story based in one of the types of domestic violence from Maria da Penha law. And our goal was to impact as many different people as we could.

Because regardless how serious and sorrowful these stories can be, they have to be heard, since it’s the only way to prevent it from happening again.

At the end, we showed women that they are not alone and can find help and support through a support chain that we presented during the campaign.

URL: http://vocenaoestasozinha.org/

Informações adicionais: Domestic Violence is one of Brazil’s most alarming causes. In 2018, reports grew 300% and in the first semester 74 thousand women reported the violence they suffered. Moreover, at every 2 hours a woman is murdered inside her own house and everyday 3 women who have already reported domestic violence are killed.
Another important thing to notice is that 52% of women are afraid to look for help or to report domestic violence, since most policemen are men and only 7,9% of Brazil cities have police stations specialized on feminicide.
As many other countries in the world, Brazil is a dangerous place for women. And domestic violence is a recurrent issue that, unfortunately, happens is many houses.
Within this context, our campaign’s goals was to finally bring these stories outside of the house, raising awareness around a cause that deserves all the attention we can give. Women’s lives matter and must be protected, and hearing these stories is the only way to prevent them from happening again.

Informações adicionais em inglês: Domestic Violence is one of Brazil’s most alarming causes. In 2018, reports grew 300% and in the first semester 74 thousand women reported the violence they suffered. Moreover, at every 2 hours a woman is murdered inside her own house and everyday 3 women who have already reported domestic violence are killed.
Another important thing to notice is that 52% of women are afraid to look for help or to report domestic violence, since most policemen are men and only 7,9% of Brazil cities have police stations specialized on feminicide.
As many other countries in the world, Brazil is a dangerous place for women. And domestic violence is a recurrent issue that, unfortunately, happens is many houses.
Within this context, our campaign’s goals was to finally bring these stories outside of the house, raising awareness around a cause that deserves all the attention we can give. Women’s lives matter and must be protected, and hearing these stories is the only way to prevent them from happening again.

ECD: Cassio Moron, Rodrigo da Matta

Creative Director: Danilo Janjacomo

Head of Art: Talita Cardozo

Art Director: José de Oliveira

Copywriter: Julia Machado

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